Challenging the status quo

A Swiss based company is choosing to challenge the rules in a traditionally male dominated industry. 

Sundays Hard Seltzer is a woman-led independent beverage brand with the mission of changing the way Switzerland drinks. The company is focused on developing delicious, lightly flavored alcoholic sparkling water while holding strong to their core values of sustainability and maintaining a healthy lifestyle. 

#BreakTheBias, the theme of the 2022 International Women’s Day, celebrates the achievements and visibility of women while promoting a world free of bias, stereotypes and discrimination.  This theme especially resonates with female co-founders of Sundays Hard Seltzer, who are helping to make the Swiss beverage industry more diverse, equitable and inclusive. 

“Historically, gastronomy has been a relatively male-centric industry,” says Katy Lee, Sundays co-founder and CEO. “However we have seen significant, positive changes in the past few years, and with Sundays, we are working to bring a fresh, diverse perspective to the alcoholic drinks space.” 

Katy continues:

“More men drink alcohol than women, and men drink greater quantities of alcohol, so it is not surprising that the majority of alcoholic beverages are male centric.  However, with Sundays Hard Seltzer, our consumer split is 50/50 male to female, and therefore we strive to give each gender an equal voice when conducting customer research, formulating new products, and marketing our drinks.  This balancing act can be challenging, but we believe that Sundays Hard Seltzer, which has zero sugar, is naturally flavored and gluten free, ultimately appeals to everyone.”



Consciously crafted 

Right from the start it was important for the team at Sundays Hard Seltzer to create a product that supported both drinking well and doing good.  Therefore, last year, Sundays teamed up with ClimatePartner to go climate neutral. Now each bottle and can produced includes a QR code that verifies its carbon neutrality and provides full transparency to Sundays’ climate protection initiatives.

Katy adds: 

“Our goal is to create high quality drinks that support our community through local production in fully recycled containers while offsetting any unavoidable CO2 emissions. We work continuously to improve our processes and sourcing to reduce our footprint even further.”

By developing a hard seltzer that reflects her values, Katy and the Sundays team have succeeded in bringing something completely different to the Swiss alcoholic beverage market.

“Founding a beverage start-up in the middle of a pandemic has proven challenging”, remarks Katy, “but by staying true to ourselves and our core values we continue to build a brand that we are proud of, a brand that celebrates and values diversity.” 

International Women’s Day

This International Women’s Day, Sundays Hard Seltzer is proud to celebrate female entrepreneurs and change-makers everywhere and the diversity and innovation they bring.

Women Owned Hard Seltzer Business


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